Module:Marketing Communications

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    30 hours

Module content

This elective module explores the communications tools used by organisations and requires students to have a grounded understanding of marketing principles addressed in year 1 and 2. Lectures will focus on the marketing communications function and will cover aspects such as: communication theories; understanding organisations’ and consumers’ needs; corporate marketing communication strategies, public relations and advertising; the role of the communications’ regulator; the creative process from idea to implementation; integration strategies and evaluation of marketing effectiveness to inform strategy.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Distinguish the effectiveness of marketing communication tools for different audiences.
  2. Analyse and apply key marketing communication issues to a brief.
  3. Develop a strategy as a result of a creative process.
  4. Design and evaluate an integrated marketing communication strategy and campaign for services and/or products.


Assessment Description Weighting
Coursework Group Presentation 40%
Coursework Individual Project Report 60%

Assessments may differ in 2021/22 due to adjustments for Covid-19. Please check Gateway for the latest regulations.